Dive Brief:
- AT&T will use this week's prestigious Masters golf tournament as a launching pad for the largest B2B campaign it has run in what CMO Steve McGaw told Ad Age has been "many, many years."
- The campaign, called "Power of &," will be handled by BBDO New York, and includes TV spots as well as print and online ads.
- According to Ad Age, over half of AT&T’s business is now B2B.
Dive Insight:
McGaw told Ad Age, "Business customers are looking for technology partners who can put tools and capabilities in their hands and build a support infrastructure that spans technologies -- wireline, wireless and cloud -- to help them navigate the paradoxes that parallel the market.”
He also explained that the name of campaign, "Power of &," is symbolic of AT&T providing agility and durability to enterprises wanting to be both local and global, as well as having open architecture and IT platforms that are also secure.
The TV portion of the campaign includes one 60-second spot and two 30-second spots.
In terms of why the telecom chose the Masters to debut the campaign, it's chief marketer explained to Ad Age that besides the audience of the tournament including technologists and CXOs, "a lot of people will be watching the Masters from Wednesday through Sunday, so it's a great chance to engage more deeply with this audience."